Industry watchers share that the interactive nature of Shorts helps brands build a sense of community; its optimized algorithm for short-form content allows brands to...
Ad land experts observe that India’s talent pool, lower operational costs, and expertise in emerging tech make it an ideal setting for Global Capability Centers
In light of the anti-trust lawsuit against Alphabet, industry insiders say that the extensive integration of Google's tools in the digital ad workflow leaves little...
Marketers are embracing the potential of AI to optimise media buying, create personalized ad experiences, and measure campaign performance
Chanda Singh, CEO of XP&D, shares with e4m how the agency seeks to enhance the experience in events and activation, while blending offline to online...
While some industry watchers say Google has potential threats in the Search domain, others opine that the tech major still dominates as the default search...
A cookieless future is inevitable, say experts as they recommend alternative technologies like FLoC and privacy-preserving mechanisms instead
Large screen ads lead to better experience and recall, but smaller smartphone screens often result in higher conversion rates since they are easier to interact...
While Deadpool & Wolverine’s marketing budget came in at a cool $100 million, the film’s box office rakings have already made up both production and...
The inclusion of gaming tournaments on major platforms such as Star Sports and Jio Cinema demonstrates the mainstream appeal and commercial viability of esports content
Gautam Rajesh Shelley, CEO of AiSensy, says that the company has onboarded over 20,000 businesses as he delves into the topic of WhatsApp as a...
Google’s move could make the AdTech industry more fragmented, noted experts, adding that it was time to address the challenge or develop niche expertise
Google has announced that it will be slashing its API fees for Indian clients by up to 70% starting from August 1
Industry watchers say the hyper-segmented market, supportive government initiatives, and a competitive startup ecosystem make the country a hotbed for testing for tech companies
Industry watchers say that for brands leveraging home screen advertising on CTV, performance measurement is critical and tailored to their specific goals
Industry watchers share that the CTV home screen has found takers from across categories – retail, automotive, luxury & CPG brands; offers advertisers array of...
Akshat Rathee, Co-Founder and Managing Director of Nodwin Gaming, spoke to e4m on relevance of the Global South, the focus on brand building and integration...
DigitUp founder Amit Verma shares his journey of growth, the way ahead for the company, & more
Ola moving away from Google Maps could save the company Rs 100 crore annually and also chart a new course in monetisation, say experts
Industry heads say that with users upset about the diminishing relevance of Google search results and AI working on every aspect of advertising, it might...
Contextual advertising continues to attract marketers due to its ability to reach the target without using personal data; innovations in machine learning have powered it...
Ads are now being accepted as a fair exchange for quality content sans the exorbitant prices, say industry watchers about the OTT landscape
Faceless marketing democratises brand building and creates a more even playing field, share industry watchers
AI is revolutionizing the way businesses spend advertising dollars; it may not necessarily be a reduction in total spending but smarter than ever before, say...
In this edition of TechTalk, we ask experts whether websites are losing their allure for brands even as online traffic moves towards social, retail media...
With badges and blue ticks available for purchase, the LinkedIn Top Voice invite may be just another hollow token of honour, say industry seniors
Founder and CEO of Frodoh World, Russhabh R Thakkar tells e4m about the agency's offbeat journey, focusing on the three next best things in the...
Industry watchers share how advertisers can use PAIR and target customers with relevant ads without sharing sensitive identifiers
Gopa Menon was Digital Head - South Asia at Mindshare
.jpg)
With OTTs expanding offerings, viewers now switch between OTT, gaming and FAST channels, much like how they surfed between channels on TV, share industry watchers
The founder of Virtualness, Kirthiga Reddy, spoke to e4m on how Virtualness as a platform provides engagement and monetization for awards, events, certification, phygital goods...
Industry observers caution that advertisers need to be worried about click flooding from ads in gaming apps as it can lead to financial and reputational...
Ishan John Chatterjee, Director, YouTube discussed the significance of India as a market for the streaming giant and the prospects of launching YouTube TV in...
The Google head announced new AI-powered models and capabilities embedded across Google products like Search, Photos and YouTube
The delay, say experts, will allow publishers to firm up on the technologies they are going to be using as the system moves further towards...
Bill prohibits large platforms from engaging in self-preferencing, restricting third-party apps, imposing anti-steering policies, misusing data of business users, and bundling products & services
As CTV continues to grow, experts say they hope to see more technological advancements that can integrate multiple screens, channels, formats and help advertisers get...
Dhaval Gupta, MD, CyberMedia, will talk to Manavdeep Singh, Founder PubLive, about how AI-powered tech is enabling publishers, at IMC on May 3
Addressing concerns related to privacy washing requires a multi-faceted approach involving collaboration among regulators, industry stakeholders, consumers & technology experts, say industry players
Riyad Mathew, Chief Associate Editor and Director, The Week and Malayala Manorama, will be moderating a session at the Indian Magazine Congress 2024 on ‘making...
Industry players are unanimous that device interoperability empowers marketers to create unified brand experience, drive engagement, conversion, and ultimately, brand loyalty
Manoj Sharma, Chief Executive Officer, India Today, talks about magazines as the most conducive and credible platform for brand content ahead of the Indian Magazine...
Anant Nath, President of AIM and Executive Publisher of Delhi Press, spoke to e4m on the upcoming edition of the Indian Magazine Congress, the issue...
Delay of cookie phase-out isn't just a postponement, but a wake-up call. It underscores need for an ecosystem that prioritises user privacy while delivering effective...
Experts say there’s plenty of space to grow and they see VIs and real influencers coexisting and complementing each other in the future
.jpg)
This collaborative tool has the potential to free up millions of dollars for Indian brands to re-invest in only the best-performing campaigns
Regional language usage becomes essential to show grassroots connection, understanding of local and regional issues, and creating a personal bond with the voter, say experts
Experts decode what Meta AI chatbot means for the digital advertising ecosystem in India
Experts say it's all about finding a middle path where both sides feel valued - platforms get to keep the lights on & consumers get...
Experts say these partnerships could create a few ad giants controlling everything, or it could lead to a more open system with more competition and...
The only caveat for brands is to strike a balance so that gamification enhances, not detracts from, the app's core offerings, say experts
A peek into what constitutes the measurement system in the world of Connected TV; experts share how CTV measures and optimizes campaigns
While some digital marketing experts shared Google's SGE could lead to a drop in traffic & publisher ad revenue, others said the impact would depend...
.jpg)
Super Bowl campaigns are famous for their storytelling and emotional appeal. IPL advertisers could take inspiration from this approach to create ads that resonate with...
Experts say while many D2C brands and startups prioritize performance marketing, there is now a growing recognition among advertisers of the importance of branding as...
Some blame consumer influx that's leading to lower ad costs. Others say that 'slowdown' is a misnomer for market correction. Nevertheless, experts agree that the...
.jpg)
The transformation is marked by introduction of novel tools, enticing pricing models, and exclusive deals aimed at democratizing digital ad spaces for small advertisers
The inclination towards performance marketing is because it offers a data-driven, ROI-focused approach, allowing D2Cs to pay only for tangible results, industry players shared
.jpg)
Industry heads shared that while the concern over job displacement due to AI is significant, generative AI is more likely to augment human capabilities than...
.jpg)
Murtuza Madraswala, Head of Marketing, NBA India, talks about their ‘Nets for Change’ campaign, the sports league’s strategy for India, and more
As per industry reports & observers, retail media is the third-fastest-growing advertising channel; brands keen on this medium since ‘focused ads’ offer a scope to...
In a letter to the Centre, the Editors Guild has said several provisions of the Data Protection Act could pose a challenge to investigative journalism...
As per dentsu e4m Digital Advertising Report 2024, programmatic buying of digital media contributed 42% (Rs 17,088 crore) to digital media industry by 2023-end, experiencing...
Experts say by fostering this ecosystem, YouTube draws interesting and varied content, offering advertisers a dynamic platform to reach target audiences
The convenience offered by Whatsapp Ads has made it a popular platform for businesses to establish cost-effective connection with its target audience, say experts
Industry experts are unanimous that YouTube is well-placed to grow at a rapid pace, revolutionise advertiser relationships and user experience, and present new opportunities to...
Harsha Razdan, CEO, South Asia, dentsu, and Abheek Biswas, AVP, Consumer Insights, dentsu, launched and introduced the much-awaited dentsu-e4m Digital Advertising Report 2024
Experts say startups/SMBs are set to revolutionize the advertising landscape, injecting innovation and agility into the ecosystem
Doughnut can be a game-changer in the data privacy space, but its implementation needs thoughtful consideration and user education, say experts
Gozoop Chairman and Co-founder Rohan Bhansali and CEO Prashant Deorah discuss how GZPure brings together capabilities in a digital world populated by both first-time users...
Given the substantial number of users actively engaging with these platforms, they have become a significant and intriguing space for advertisers to connect with their...
A rise in number of regional creators, increasing focus on languages and cultures, and initiatives like ONDC and Make in India have been key forces...
Anupam Katheriya, CEO, Cholayil, spoke at the e4m Pride of India (South) Brands Summit on scaling a local brand to the global stage
Industry experts discuss the nebulous concept of 'views' in the world of digital advertising where attribution has been plagued by the problem of plenty
An all-encompassing strategy, intertwining technology, communication, and oversight, is imperative for advertisers to safeguard their digital investments, say industry experts
This year, gaming will zoom faster across the trajectory set by 2023, propelled by an influx of gamers, integration of non-endemic brands and the rise...
Apart from Flipkart, local-origin platforms like Myntra, Nykaa, Snapdeal have become a positive mine of rich consumer data and are coming up as a strong...
Apart from Flipkart, local-origin platforms like Myntra, Nykaa, Snapdeal have become a positive mine of rich consumer data and are coming up as a strong...
With Google testing Tracking Protection that curbs cross-site tracking, brands will adopt a multi-faceted approach to measure their digital ads in the aftermath of the...
Shaily Mehrotra, CEO and Founder of Fixderma, tells e4m about the brand's long journey going global and cracking tough markets in a world dominated by...
In 2024, one can expect independent agencies to sharpen their edges with smoother efficiency, bolder innovations and engaging brand messaging
Programmatic advertising has made media buying automated, real-time and more measurable with AI offering real-time campaign insights for marketers, share industry players
This year saw the gaming industry expanding its horizons with amendments to the IT Act, growth in collaborations and entrepreneurship, and brands taking a keen...
ONDC’s focus on Bharat, and small sellers and buyers has led to a surge in e-commerce spending but brand safety and customer service are areas...
Anup Govindan, Head of Revenue, Viacom18 Sports, talks about IPL 2024 plans
The move changes the in-app purchase ecosystem largely, and is a big win for consumers as well as publishers, say experts
The Head of Meta Ads India spoke about AI being central to the company, the consumer engagement space and why India is a huge part...
Advertisers too are taking note of CTV’s ability to drive a high level of engagement and ad recall among viewers
Marketing leaders say they are advocating for a change in digital ad spending patterns while considering breaking the walled gardens
Social commerce has become popular because of its nature, where the existing consumer behaviour of spending time on social media platforms and discovering products meets...
Responding to the allegations, Google told e4m that advertisers can exclude their ads from showing on specific SPN sites by speaking to their account representative
Prompts are the lifeblood of AI. With the right one on your side, you can make AI dance to your tunes, say experts
Gen AI is enabling advertisers to craft more targeted and engaging campaigns, maximizing the impact of media investments, says industry
C Sukumaran, Senior Director, Product & Communication, Canon India, on tells us how the nearly 100-year-old-camera brand stays relevant and connects with customers
Retail data helps improve the efficiency of every marketing rupee spent and lets marketers deliver relevant and timely messages, increasing the likelihood of conversion
The feature will be launched in the coming months in 11 Indian languages, Google said on Thursday
Industry observers shared that indigenous brands are utilising ONDC's effectiveness to expand reach; ROI high too due to increased adoption of eCommerce
Industry watchers share that in this busy market, the increasing penetration of AI is helping brands stand out in the clutter and is pivotal in...
Brands are capitalizing on Generative AI to realize a host of benefits, from scaling up personalization efforts to tailoring content to individual preferences, at a...
Increasing use of AI-generated content & data can decrease production of original content, while simultaneously increasing the volume of deductive and AI-generated content, say experts